In this article, Asukwo Oduo, Managing Editor of Techpoint Africa, shares insights for brand and comms practitioners on the importance of following up with journalists, how timing can influence the outcome of a pitch, and knowing when to persist or move on.

The article was culled directly from his article titled “Revisiting Conversations”

Famous Nigeria sports journalist Godwin Enakhena once recounted that the first time he met his wife during their undergraduate days, he approached her and told her straight: “You’d be my wife.” Her response? You guessed right: ‘You are mad!’

Some twenty-something years later, the couple has continued waxing on strong and so in love with each other.

Who knows what would have happened if he gave up after the first try.

In my experience as a fellow journalist, I receive numerous pitches daily. Some are very good; others are less impressive but may be good enough. And because you can have multiple things competing for your attention, you sometimes miss some of the good pitches. This is where revisiting conversations come in.

Most times, it’s not that their pitches were bad; in fact, it was more on me. Wrong timing, having too many things to deal with, and when that same pitch lands at a different time, the outcome is much different.

Those who have mastered this skill keep sending reminders and get their pitches back to the top of your mailbox; others give up and move on.

Why do people move on quickly?

A few reasons from the top of my head. One of which is the illusion of options. If he doesn’t select me, someone else will do. That’s correct.

The other is pride, or should I say wounded ego. Rejection hurts, and I’m not going to lie, it doesn’t hurt. However, rejection that’s not explicitly stated shouldn’t be thought much of. Even if it was explicitly stated, you can still do something to change it; maybe try a different approach.

After my first application for the MTN MIP was rejected without any reason or explanation, I was down. I didn’t plan to try again until a colleague mentioned it. I tried again a few days before the application closed, and the outcome was very different. When I got in, I met someone who tried four times before succeeding.

Fun fact: successful people don’t take rejection personal; they know it’s part of the process. The more quickly you fail, the more you increase your chances of success.

When should you stop chasing shadows?

While it’s good to revisit conversations, also know when to call it quits, especially when it’s going nowhere. No one can teach you this; you’d know within yourself that this is an unfruitful conversation.

When that happens, learn to take a walk.

Don’t let anything or anyone crush your self-esteem and make you feel worthless. You’re of value to those who can recognise your unique gifting.

The inspiration to write this came after I received a DM on LinkedIn. This person reached out in March; I was ready, but I had a few doubts. She reached out again today, 7 months later, and this time around, the deal is almost sealed. Here we go!!!!

Asukwo Oduo ©2026